For any members based in Lisbon, Jay and I are hosting a workshop on creating an ad or movie trailer for free using AI tools. We'll go through pre-production (ideas & image prompts), production (using MetaAI for visuals and various tools for audio) and post-production (using Capcut). It's beginner friendly. Jay will also showcase what can be done using paid models, like Higgsfield. -> Details here: https://luma.com/cgim9cjm If you're not in Lisbon, don't worry. I will share a video of the presentation in the coming days.

There's a ton of value in this latest video (as voted by you!). If you've never used Claude Cowork, start here. Not only do I cover all the basics and the set up of Cowork, but I show you how to take a folder full of images and use Cowork to automatically generate relevant text. I use the example of a coffee shop's Instagram profile. But the same principle can be applied to all socials. I'd love to know what you think - more than that, I'd love you to give it a try and let me know what you think! Good luck!

Zapier, an automation tool like n8n, has created a list of tiers for prospective hires based on their AI abilities. The full piece is here: https://zapier.com/blog/raising-ai-fluency-bar-in-hiring/?utm_source=substack&utm_medium=email. For marketers especially, here's what they're saying [Add your thoughts in the comments below]: Unacceptable (if this is the extent of what they do) - Uses AI for first drafts only. Output reads like unedited AI; hasn't developed a process for improving quality or adapting tone. - Uses AI for campaign ideas but has no real workflow. Cannot explain how AI has changed their process, speed, or output quality. Before AI and after AI looks the same. Capable "I use AI to operate at a meaningfully higher level." - Uses AI regularly across content, SEO analysis, and performance review. Output volume and quality are both up, and they can point to specific examples. - Built a reusable prompt library for top content formats that the team now pulls from. Can explain how they've iterated on it over time and why certain approaches work better than others. Adoptive "I orchestrate AI and build systems that elevate how I work." - Has run AI-driven experiments with measurable results (e.g., A/B testing copy that increased CTR by 18%) and now defaults to this approach across campaigns. - Built a content system that drafts, formats, and schedules posts across channels. The team stopped doing that manually. - Has built always-on agentic workflows that run without human involvement: content pipelines, monitoring, or campaign ops that operate 24/7 - Transformative "I re-engineer how work happens." - Built a personalization engine that serves AI-generated campaign variants at scale, tied directly to pipeline. - Restructured how the marketing team works: what gets automated, what gets owned, how success gets measured. - Has automated entire job categories and is driving measurable impact on pipeline and revenue. The team's output is qualitatively different from what was possible before AI.

Until AI replaces me, I'm going to need your help deciding on the next video in this series. In the red corner we have Claude Cowork. I'll show you best practices in terms of setting up your work. I'll show you how to create a system for organizing your folders and what to put in each, how Cowork interacts with other tools in your toolkit and, broadly, how to get the most out of Cowork. In the blue corner, we have a website redesign. I dunno about you, but I'm sick of looking at obviously AI-generated landing pages. They cheapen whatever you're selling, and are a dime a dozen. In this video, I would show you how to create landing pages with motion graphics in the background, personalized to your tastes, and leave you with a bunch of handy resources where you could take learnings to the next level. So, which is it: red or blue?

I've just put together two videos on Claude Code Skills (the second will be uploaded later today). If you're new to Skills, definitely check them out. I tell you what they are, how they'll change the way you work and how to use them effectively. We go through the skills builder, humanizer and frontend-design skills, and I show you where to access trusted skills. For more seasoned members, I'm curious: Which Skills are you using and how do you rate them?